The term brain rot , which translates as "brain rot", became the word of the year 2024 according to the Oxford English Dictionary. This choice was based on online voting, in which more than 37 thousand people participated. The term, which is popular among Internet users, reflects the modern challenges of the digital age.
“Brain rot” became extremely popular in 2024. It began to be used 230% more often compared to last year. Although it was first used in 1854 in Henry David Thoreau's book "Walden" (Walden, or Life in the Woods). And in the age of digital technology, especially among Generation Z and Alpha, "brain rot" has taken on new significance.
The term has become a symbol of concern about the impact of low-quality content on the Internet on mental health, especially among young people. From memes to serious discussions about the effects of overconsumption of online content, "brain rot" has become part of a wider debate about how digital technologies affect our lives.
Kasper Gratwoll, president of Oxford Languages, said the choice of the term reflects a general public concern about technology and its impact on everyday life.
It is interesting that the term "brain rot" was adopted by the very generations that create this very content. This is a conscious recognition of the harm they themselves can cause through social media
Entertainment content has become more popular than news in the Ukrainian information space.
According to the study, 79% of respondents prefer feature films and TV series, which are the top content categories. In second place are news and socio-political programs (68%), followed by music shows (63%).
These changes reflect the mood of Ukrainians in the third year of full-scale war, when people are less hopeful of a quick end to hostilities, and accumulated news fatigue leads to less interest in real-time events.
News is mainly consumed through messengers.
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